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Combining Advertising effectiveness Measures

An advertiser is not limited in the selection of the above measures of advertising effectiveness.

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Communication vs. sales effective measures

Deciding on an Approach The choice of an approach to measuring advertising effectiveness may be put into perspective by examining major advertising control dimensions. There is an importance difference in the relevance of each of eh measures for advertising decisions.

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Action of indirect measures

Finally, an important advertising objective is to stimulate action or behaviour. The intention-to-buy measuring instruments can provide measures of proposed actions.

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Attitude Change of indirect measures

Since advertising is usually intended to influence the state of the mind of eh audience toward a product, service, or organization, the results are frequently measured in terms of expressed attitudes among groups exposed to advertising communication.

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Comprehension of indirect measures

Consumers utilize advertisements as a means of obtaining information. They cannot be informed, however, unless thy comprehend the message. Various tests of comprehension are available.

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Product or Brand Awareness of indirect measures

The marketers who rely heavily on advertising often appraise its effectiveness by measuring the customer's awareness of a product or brand.

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Attention or Recall of advertising Message Content of indirect measures

A widely used measure of advertising results is the recall of the message content among a specified groups of prospective customers. Recall is usually measured within 24 hours.

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Exposure to advertisement of indirect measures

In case of print media, for example, estimates are made of the readership of individual advertisements by interviewing members of the audience of the magazine or newspapers in which the advertisements has appeared.

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Types of measures

Among the types of measures commonly used are

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Indirect measures

Because the measurement of the direct effect of advertising on broad company goals, such as increased profit or sales, is so difficult, most firms rely heavily on indirect measures. These measure involve such factors as customer awareness or attitudes, or customer recall of advertising messages or portions thereof.

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Multi variable Experimental Designs of sales effectiveness

While the experimental design above yields a reasonably accurate estimate of the effect of the advertising camping on sales, it does not generate explanations for the success or failure for the campaign.

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Before-After with Control Group Design of sales effectiveness

This classic design uses several test and control cities (Table-A). The normal level of sales is calculated for both types of cities prior to the campaign, and ten the campaign is presented to the test cities and not the control cities.

Click to read - Before-After with Control Group Design of sales effectiveness

One experimental approach of sales effectiveness of advertising test marketing

One experimental approach to measuring the sales effectiveness of advertising is test marketing.

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Experimental Control of sales effectiveness measurement

To establish more clearly a casual relationship between advertising and sales, it is essential to have experimental control, which is considered to be quite expensive when related to other advertising effectiveness measures; yet it is possible to isolate advertising contribution to sales.

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Historical Sales

Some insights into the effectiveness of past advertising any be obtained by measuring the relationship between advertising and product (or brand or company) sales or several time periods.

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